Teradata lets the company combine all of these data sources into one place, which has lifted the take rate -- the acceptance of marketing programs offered to passengers -- 2 percent.

"With Teradata, our analysts and managers have a single view of our data, whether they are working to optimize profit on a certain route or improve the way we engage our customers," said Glen Baker, vice president of information services at ATA. "Our revenue management and CRM experts draw from the same data, allowing the company as a whole to operate more efficiently and effectively."

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